信用卡為目前大眾支付工具中不可或缺的其中一項，根據金管會報告顯示，目前流通卡數為5,778萬張信用卡，由此可見信用卡與消費者日常生活密不可分。在目前信用卡發卡量已趨於飽和的狀態下，發卡銀行該如何透過自身良好的企業品牌形象，滿足顧客對於銀行的期望，並給予客戶更優質的信用卡消費體驗及服務，也為了在信用卡競爭激烈的市場中不被淘汰，銀行如何透過體驗行銷及網路口碑，提高顧客辦卡之意願，透過此研究，期望為Ｈ銀行提供有價值的資訊和建議，以更提升發卡銀行的品牌形象及發卡銀行針對信用卡的行銷方式。
According to the report of the Financial Supervisory Commission, there are 57.78 million credit cards in circulation, which shows that credit cards are inseparable from con-sumers' daily lives. In the current state that the number of credit cards issued has become saturated, how should the issuing banks leverage their own good corporate brand image, In order to meet customers' expectations for banks, provide customers with better credit card consumption experience and services, and not be eliminated in the highly competitive credit card market, how can banks improve customers' willingness to apply for cards through experiential marketing and online word-of-mouth, through this research, we hope to provide valuable information and suggestions for Bank H, so as to further enhance the brand image of the issuing bank and the marketing methods of the issuing bank for credit cards.
